fi_bcn_-_mpc_name_and_brand may 2013 [sólo lectura]
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7/30/2019 FI_BCN_-_MPC_Name_and_Brand May 2013 [Sólo lectura]
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What’s in a name?
The Founder Institute Barcelona
Michael Clark
May 28, 2013
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While naming and branding are important…
Building a product worth branding should
be your top priority.
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Why a name matters
• Your name is your consumers first impression
• Know who those consumers are
• Easier marketing
– You can market to what you solve not how to spell your
name
– Your name can convey your solution before having to
explain what you do
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Watch Trends
Don’t start when the wave has already passed.Being ahead is not good either.
Be Here! Not Here!
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Brainstorming a name
• Make lists, lots of lists
– Values
– Actions
– Adjectives– Places
• Build metaphors for what you do, it’ll help
• Combine elements of your lists and your metaphor
http://www.panabee.com/ http://www.bustaname.com/
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What should I avoid?
• Anything your audience won’t
understand
• International TLD’s – ask the .ly’s
how that went for them ;-)• Misspelling – whoever spells it right
will get your traffic
• Using names that have alternative
meanings in other languages
Barf means “snow” in Farsi
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History of the name
• Before you go any further get some history
• Check for trademarks US and International
– http://www.uspto.gov/trademarks/process/search/
– Read any similar names to see if they are related
– Ask your attorney
• Search the name
– Was it a spam domain in the past?
– What was it in the past?
– Look for skeletons in the closet
• Are the social network accounts available?
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Can your Grandma understand it?
• Use the Grandma litmus test, if
she can get it… anyone can
• Explain the same concept to her
3 different ways (techie,
business terms, and dumb it
down as much as you can)
• Ask her how she would describe
it to her bridge club
I think my dad still thinks I fix video cameras
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Ask the crowd
• Test, Test, then Test some
more
• Compare your final name
to the values you
brainstormed ( + or - )
• Compare to other brands
• Ask for demo information
Test it Online
Build the test
Test it Offline
Google Insights
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Now you’ve got a name
• Submit a trademark
• Put up a placeholder page (coming soon)
– http://launchrock.com
• Forward the emails for the domain (look for more
skeletons)
• Grab the name on social networks (even less popular
sites)
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Logos - One size fits most
• It’s not just about your web page
• How you will use it on;
Image source: http://www.kde-look.org/content/show.php?content=29699
t-shirt
favicon
Your Web Page
Tradeshow Banner
Sticker for your computer
The wall in your of fice
Business Cards
Banner ads
Facebook Ads
Press Artic le
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Logos - try it yourself first
• You don’t have to master
photoshop to see what you like
• Download some extra fonts and
use word or powerpoint and
type your name using lots of
fonts
• What speaks to you? Your
customers? Grandma?
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Logo inspiration from “experts”
• Start simple and inexpensive
• Artist communities exist to
compete to help with logo design
• Request multiple sizes and color
palettes as well
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A great brand starting point
Term Definition
MantraA short 3-4 word description of what
your company does. It's a rally cry.
Purpose StatementA broad and inspirational statement
that gives the business a sense of
direction. This may be unachievable,
but it's a motivation for employees.
It doesn't have to be flashy.
Mission StatementA single sentence that is tangible and
has a specific goal. It should verge on
unreasonable, but it's got to connect
with employees.
Vision Statement The tangible result of your
mission.
Positioning Statement A focused statement that
identifies how your product or
service is different from your
competitors.
Proof Points Simple one line statements that
prove your positioning statement.
Article can be found: http://www.zurb.com/article/263/the-dreadful-mission-statement
Bryan Zmijewski and Jeremy Bri tton @ Zurb.com
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Branding’s not just external
• What you do with your branding helps give your
entire team a common understanding of what
they’re building
• Your brand should tell your story for you, so you can
get to work building it
• Re-examine your branding regularly; have product
changes effected your branding?
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Finding Me
http://www.linkedin.com/in/mpclark
http://facebook.com/mpclark3
@mpclark3